The Digital Market-Sphere (DMS): Modeling Virtual Transactons and Transvectons

This paper advances a theoretical framework to help marketing scholars and strategists to navigate the electronic transactions and transvections that compromise the digital market. Although an expansive literature addresses the digitization of marketing functions and the formulation of digital marketing strategy, few have framed the digital market itself. This paper takes on the challenge of conceptualizing holistic digital market conditions. The proposed Digital Market-Sphere (DMS) concept is validated by distilling seminal marketing theory and contemporary digital marketing research. Established theory construction methods are followed to conceptualize, operationalize, and implement the DMS concept. In addition to distilling conceptual properties from connotative marketing theory, a strategically oriented DMS framework is designed to denote operational system parameters. As an ontological model, the DMS framework contributes a viable dashboard instrument for navigating marketing scholarship domains and digital market(s) strategy directions.